SER is not a strange new kind of disease, but a principle associated with sustainable development that is becoming increasingly popular with companies. Based on the idea that economic, social and environmental issues are linked, social and environmental responsibility (SER) is a new performance tool and lever for attracting employees.
“The seminar on social responsibility as a lever for attracting employees and generating commitment organized at the beginning of April by the Ordre des conseillers en ressources humaines agréés (CRHA) attracted even more participants than its speaker had anticipated. Esther Dormagen, Vice-President of Human Capital for sustainable development consulting company Optim Ressources, notes that just three years ago, such a talk would not have interested anyone. Today is a different story, with companies in audiovisual services, construction, consulting and industry jumping on the bandwagon.
SER a response to new issues
There are many reasons for this. General awareness about the impact of human activities on the environment translates into the implementation of regulations that companies are required to uphold. At the same time, consumer expectations have evolved, creating new development opportunities for businesses. Moreover, compensation is no longer the only decisive aspect for employees. Generation Y in particular is very sensitive to actions undertaken by companies that promote sustainable development and the professional development of their employees. The above are all good reasons pushing companies to adopt the concept.
Key points in the implementation of SER
Specifically, what does the implementation of social and environmental responsibility in a company involve?
- Diagnosing and improving: For Esther Dormagen, this starts with a generous amount of common sense relevance and consistency: “It is important to start off with a detailed picture of what already exists in a company, in order to see how to improve.”
- Committed management: Implementing the SER concept requires reflecting on the issues involved for the company. Top management must display its commitment, in order to develop an effective strategy and action plan that everyone can believe in.
- Objectives and indicators: Simply implementing a social and environmental responsibility policy is not enough. The impacts and changes need to be measured. For companies, this means setting objectives and setting up indicators able to measure the results of the actions taken.
SER: specific ideas to appeal to people
Many types of projects can be carried out, regardless of the social and environmental responsibility policy that is put in place.
- Building awareness: A dedicated intranet or website about SER issues, a blog on the company’s ethical practices or an online discussion group, along with a game/quiz on sustainable development, internally organized seminar, interactive exhibit or corporate play—nowadays, there are a multitude of tools for effectively building employee awareness. In addition, there are courses on eco-driving and organizing green events.
- Taking action: Supporting charitable or humanitarian projects can also appeal to employees, while optimizing the company’s social contribution. Promoting environmentally friendly transportation is also a way to go. Installing bicycle racks, showers, subsidizing public transportation, carpooling programs, green office supplies, fair trade gifts, as well as four-day workweeks and telecommuting are all worthy ideas.
- Getting involved: Creating internal SER committees is an excellent way to encourage and develop the concept internally. Getting employees to participate via suggestion boxes and developing an eco-friendly office are also paths to consider.